The aim of this thesis research is to investigate the Metaverse stage of art, from a general overview to a deepening related to the fashion system. Going through an investigation about how the Web developed, beginning from the Web 1.0 era till the present-day fourth phase, it will be shown the crucial importance of the Metaverse, an exponentially growing reality among many sectors. Its applications are endless, giving users the chance to experience firsthand immersive situations the physical world could never offer. Visit an NFTs museum, going out for dinner with people from across the world, playing the latest games or taking part to amusing concerts are just the smallest part of what creators can make exploiting the latest technologies. Metaverse’s potential is endless indeed, and it is useful not only for entertainment: it can be of much help even for, as an instance, education or employment. In addition, in the last couple of years we all experienced a social disruption phenomenon, due to the pandemic situation. This occurrence directly led to a new era of cultural tension which, in turns, brought to the modification, and the adaptation, of what was before. COVID-19, as a matter of fact, could be seen as a push for innovation of meanings which are taking place at the moment in the field, even if they were already under way before, but which the pandemic brought to the finest. In particular, the fashion industry is changing under the perspective of its democratization: contents fruition has started to be always more and more available, giving people the chance of personally feeling part of the field, bringing on values such as inclusivity and sustainability. Supporting this changing, the Metaverse offers a solution to new demands and customers’ needs. To conclude, a mapping of case studies clustered basing on different drivers is proposed with the purpose of tracking how fashion houses are operating in the Metaverse at the moment, creating the foundation to make previsions about a future scenario.
Lo scopo di questa tesi di ricerca è quello di indagare lo stato dell'arte del Metaverso, partendo da una panoramica generale fino ad arrivare ad un approfondimento legato al sistema moda. Attraverso un'indagine su come si è sviluppato il Web, a partire dall'era del Web 1.0 fino all'attuale quarta fase, si mostrerà l'importanza cruciale del Metaverso, una realtà in crescita esponenziale in molti settori. Le sue applicazioni sono infinite, dando agli utenti la possibilità di sperimentare in prima persona situazioni immersive che il mondo fisico non potrebbe mai offrire. Visitare un museo NFTs, uscire a cena con persone provenienti da tutto il mondo o partecipare a concerti live è solo la minima parte di ciò che i creatori possono realizzare sfruttando le ultime tecnologie. Il potenziale del Metaverso è davvero infinito ed è utile non solo per l'intrattenimento: può essere di grande aiuto anche per, ad esempio, l'istruzione o il lavoro. Infine, negli ultimi due anni abbiamo tutti sperimentato un fenomeno di disgregazione sociale, dovuto alla situazione della pandemia. Questo evento ha portato direttamente ad un'era di tensione culturale che, a sua volta, ha causato la modifica e l'adattamento di ciò che c'era prima. Il COVID-19, infatti, potrebbe essere visto come una spinta all'innovazione dei significati che si sta verificando in questo momento nel settore, anche se già in corso in precedenza, ma che la pandemia ha portato al massimo. In particolare, l'industria della moda sta cambiando nell'ottica della sua democratizzazione: la fruizione dei contenuti ha iniziato a essere sempre più disponibile, dando la possibilità alle persone di sentirsi parte del settore, portando avanti valori come l'inclusività e la sostenibilità. A supporto di questo cambiamento, il Metaverso offre una soluzione alle nuove richieste e alle esigenze dei clienti. Per concludere, viene proposta una mappatura di casi studio, raggruppati secondo diversi driver, con lo scopo di tracciare come le case di moda stanno operando ad oggi nel Metaverso, creando le basi per uno scenario futuro.
Fashion and the metaverse : a deepening into the next-gen digital era
SPALMA, MARTINA
2021/2022
Abstract
The aim of this thesis research is to investigate the Metaverse stage of art, from a general overview to a deepening related to the fashion system. Going through an investigation about how the Web developed, beginning from the Web 1.0 era till the present-day fourth phase, it will be shown the crucial importance of the Metaverse, an exponentially growing reality among many sectors. Its applications are endless, giving users the chance to experience firsthand immersive situations the physical world could never offer. Visit an NFTs museum, going out for dinner with people from across the world, playing the latest games or taking part to amusing concerts are just the smallest part of what creators can make exploiting the latest technologies. Metaverse’s potential is endless indeed, and it is useful not only for entertainment: it can be of much help even for, as an instance, education or employment. In addition, in the last couple of years we all experienced a social disruption phenomenon, due to the pandemic situation. This occurrence directly led to a new era of cultural tension which, in turns, brought to the modification, and the adaptation, of what was before. COVID-19, as a matter of fact, could be seen as a push for innovation of meanings which are taking place at the moment in the field, even if they were already under way before, but which the pandemic brought to the finest. In particular, the fashion industry is changing under the perspective of its democratization: contents fruition has started to be always more and more available, giving people the chance of personally feeling part of the field, bringing on values such as inclusivity and sustainability. Supporting this changing, the Metaverse offers a solution to new demands and customers’ needs. To conclude, a mapping of case studies clustered basing on different drivers is proposed with the purpose of tracking how fashion houses are operating in the Metaverse at the moment, creating the foundation to make previsions about a future scenario.| File | Dimensione | Formato | |
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Martina Spalma_Fashion and the Metaverse.pdf
solo utenti autorizzati dal 25/11/2023
Descrizione: A Deepening into the Next-Gen Digital Era.
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1.1 MB
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Adobe PDF
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https://hdl.handle.net/10589/197493